As part of its new marketing strategy, luxury fashion house Balmain is launching an app that will livestream its runway shows and use new technologies such as augmented reality to create new experiences.

The veteran fashion and luxury executive has become a partner in NEO Investments, the hard-charging private investment firm that owns significant stakes in a widening group of fashion and luxury brands.

The insistence of Virgil Abloh, red-hot menswear designer of Louis Vuitton, that he is not a designer has won him plaudits for self-effacement; but also, on the basis of this show, may well be partially true.